Click the Study Aids tab at the bottom of the book to access your Study Aids (usually practice quizzes and flash cards).
Study Pass is our latest digital product that lets you take notes, highlight important sections of the text using different colors, create "tags" or labels to filter your notes and highlights, and print so you can study offline. Study Pass also includes interactive study aids, such as flash cards and quizzes.
Highlighting and Taking Notes:
If you've purchased the All Access Pass or Study Pass, in the online reader, click and drag your mouse to highlight text. When you do a small button appears – simply click on it! From there, you can select a highlight color, add notes, add tags, or any combination.
If you've purchased the All Access Pass, you can print each chapter by clicking on the Downloads tab. If you have Study Pass, click on the print icon within Study View to print out your notes and highlighted sections.
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16.5 Discussion Questions and Activities
- In addition to CMOs, why do you believe so many other employees participate in marketing planning?
- What is the most important part of a marketing plan? Why? What is the least important? Why?
- Why doesn’t the execution of a marketing plan necessarily follow the same order as the plan itself?
- What is the most important part of a marketing audit? Why? What is the least important part? Why?
- Pick a product with which you are very familiar and create a simple marketing plan for it. Focus on one market segment.
- Conduct an audit of a company’s marketing plan as if you were a consultant. Selecting a relatively new consumer product may be easier because it is likely to have more press available that you can use for data.